Liu Qiangdong, founder of JD Group and chairman of the board of directors, issued a letter from all members announcing the upgrading of JD's corporate culture. The mission was upgraded to: technology-based, to make life better. The core values have been upgraded to: customer first, innovation, hard work, responsibility, gratitude and integrity. Liu Qiangdong said that on the path of innovation, JD paid “tuition fees” and was once attracted by too many opportunities. He wanted to do everything, but his ability was not necessarily supported. Successful innovation ultimately requires a return to “cost, efficiency, and experience”. To evaluate whether an innovation is valuable, it is necessary to ensure that “cost, efficiency, and experience” has at least one major improvement. The other two cannot go backwards before success is possible; otherwise, they are all ineffective.